The fifth challenge finds the contestants at Luton BC, where an integrated marketing campaign plan is needed to promote the Luton Direct Air-Rail Transit (DART). The Luton DART is a replacement to the current bendy bus which takes you from Luton Airport Parkway station to Luton Airport. It is currently under construction and is scheduled to open in 2021.

The council has promising plans to increase London Luton Airport’s market share growth within London and the south east aviation system, particularly within the north London marketplace. This means increasing the customers arriving by public transport to at least 40%, and doubling their passengers to 36 million a year. This plan formed the basis of the fifth leg of the 2019 LG Challenge delivered by chief executive of Luton BC Robin Porter, and former LG Challenge contestant and interim service director, revenues, benefits and customer service at Luton BC Nikki Middleton.